Campaign : Extra Value Meal
Brand : McDonald’s
Company : McDonald’s India
Agency : Leo Burnett
The Campaign
The TV ad opens with two executives waiting at the lunch counter. When their turn comes, they ask the man serving the lunch what?s on the menu. The server in a strong south Indian accent says ?lauki hai? (it?s bottle gourd). Dismayed, the two repeat ?lauki hai? in the server?s accent expressing their disappointment. Suddenly, one of the executives seems all excited. Taking the cue, his friend too is full of glee and both return their empty plates to the stupified man behind the counter. Only to be seen at a McDonald’s store biting into their burgers. The images of burgers, french fries and Pepsi follow with the voiceover of ?extra value meal at 85 rupees?. The two executives are seen saying ?I’m lovin? it?. The ad ends with a shot of the golden arches logo of McDonald’s. This ad comes on the back of another ad which showed a family tucking into a burger at McDonald?s after the father burns the chicken while attempting to prepare a meal. Apart from this TV ad, there is a set of short 5-second situational ads.
Our Take
This series of TV ads promote the extra value meal offering of McDonald’s. The beauty of the ad lies in using situations which everyone encounters and uses it to propose its offering. The brand has been woven into a story rather than a story created around a brand. The ad is able to communicate what McDonald’s stands for. As a place to enjoy and not feel bored. The only risk that this ad runs into is how fast food is perceived in India. It’s not easy for the consumers to see fast food as a replacement of a proper Indian meal.
Ratings
*****